Inside the impressive four-floored flagship store that the brand runs in London’s Regent Street, Superdry has hosted an exclusive preview of the upcoming fall/winter 2015 collections for men and women, right before the official kick-off of the London Collections: Men (LC:M). The impressive set-up featured a sculpture with the word ‘Superdry’ with an icy appearance bathed in ultraviolet light. Behind it, a cozy living room with a sofa, armchairs and piled firewood, which served as the setting for a show where several models presented the garments to exclusive guests.

Superdry has been working on developing a much broader range, for both men and women lines: next fall/winter collection of the brand is going to have around 2000-2500 pieces. Most recognized for its signature collection -strong logo, branded apparel like sweaters-, Superdry wants to start pushing their less-known premium and clean-designed products in 2015, especially in the womenswear segment. ‘We are having less branded product across the FW15 line, providing a more sophisticated look with clean design and cut,’ explains James Holder, brand and design director of the label. The aim is to add a more mature segment to their core consumer base to cover the whole age spectrum. In wholesale, Superdry wants to conquer the premium aspect of the market: ‘There are a lot of independent stores catering for a sophisticated male and at this price point and quality, there’s no real competition,’ adduced product and brand director Julian Dunkerton. In addition, the brand is starting to commercialize its snowboard collection with technical clothing to specialized retailers across Europe, after launching the line in own retail stores this current fall/winter season.

Among novelties for this fall/winter 2015, the brand will also start selling a rugby collection for men. When asked about why rugby garments now, Dunkerton says: ‘There’s a gap in market for good quality and affordable rugby products.’ The new range will be officially introduced this week at trade show Pitti Immagine Uomo.

From L to R: CEO Euan Sutherland, rugby player Chris Robshaw and brand director Julian Dunkerton
From L to R: CEO Euan Sutherland, rugby player Chris Robshaw and brand director Julian Dunkerton


The expansion plans for the brand are focused on Europe. Germany, the second strongest market after domestic market UK, has currently 18 stores in cities like Hamburg, Stuttgart, Dortmund, Frankfurt and Munich. 2015 will see the opening of three Superdry shops in Berlin, Karlsruhe and Bochum. Other targeted retail markets are France and Italy, where the brand plans a higher focus on the wholesale aspect: ‘Italy is harder because of the physical size of the stores, thus we are more focused on the wholesale business rather than retail,’ explains Dunkerton.